Download - [Report] Shampoo in Vietnam market
Shampoo MarketTracking survey on 2014
Date: 11th June 2014
Table of content
A – Research Background Page 3
B – Research Design Page 4
C – Respondent profile Page 5
D – Key findings Page 6 - 9
E – Detail findings Page 10 - 21
2
A. Research background
3
Following up with the data presented in Q4/2012, W&S conducted internal research for shampoo market in
Q1/2014 to track the data.
The survey is conducted focus on following points:
■Usage and Attitude
Frequency of washing hair, important factors for product choice, purchase places, frequency of purchasing shampoo, type of packaging and volume.
■Brand awareness
Top-of-mind, total spontaneous and total awareness
B. Research design
4
Research Method Online research
Fieldwork Period May 2014
Research Area Nationwide
Respondent Criteria Male & Female aged 16 and over, main decision maker and buy for personal care products
Sample Size 470 samples
Number of Questions 7 Screening questions and 8 Main Questions
Survey Content ScreeningFrequency of washing hair, Living place, Age, Gender, Marital Status, Monthly Household Income, Decision maker and buyer.
Main Study
Important factors for choosing shampoo, Purchase places & Reasons for choosing, Frequencyof buying shampoo, Amount of money paid for once buying, Type of packaging, Brandawareness.
C. Respondent profile
5
■Current living city and province
41.7
11.3
47
Nothern
Central
Southern
■Gender
44.7
55.3
Male
Female
■Age
4.7
67.2
23.0
5.1 16 - 19 years old
20 - 29 years old
30 - 39 years old
40 years old and
above
■Monthly household income
19.4
39.1
41.5
Lower income (~ 7
million VND)
Middle income (7 ~
15 million VND)
Upper income (15
million VND ~)
D. Key findings
6
■Frequency of washing hair
Nearly 7 out of 10 people who were asked wash their hair [4 – 6 times per week and more].
Male respondents are likely to wash hair more frequently than female ones. In fact, 97.6% males wash their hair [4 – 6 times per week
and more] while 53.5% females are [2 – 3 times per week and less than].
■Important factors for product choice
Generally, functional factors concern respondents most. In which, [Not itchy] and [Clean scalp] stand out of important factors when
choosing a shampoo product with the mean of 4.37 and 4.31 respectively. The next one are [Healthy and strong hair] and [Hair
damage prevention] with respective mean of 4.24 and 4.19.
■Purchase places
[Supermarket] leads distribution channels for buying shampoo products, accounting for 86.2%, followed by [Grocery] at 57.7%.
Respondents living in Southern area and with upper income go to [Supermarket] more than other places to buy shampoo products.
D. Key findings
7
■Frequency of purchasing shampoo
A few respondents purchase shampoo products [Regularly] (7.7%).
Male respondents purchase more frequently which is at least [Once a month] while female ones are [Once per 2 – 3 months].
■Purchase price
[50,000 – 100,000 VND] is the average rate that 38.9% respondents usually pay for once buying shampoo products. The next one is
[100,001 – 150,000 VND] at 25.5%.
■Type of packaging and Volume
[301 – 500 ml] is mostly purchased for bottle packaging at 23.9%. Besides, 15.2% purchase the size of [Over 900 ml].
Apart from the size of [301 – 500 ml], 19.8% female respondents often buy [Over 900 ml] while males buy [101 – 200 ml] with 16.4%.
[Under 10 ml] gains the highest percentage for pack packaging at 65.3%.
For Tube, nearly 4 out of 10 respondents buy the size of [51 – 100 ml], followed by [101 – 200 ml] at 25.9%.
D. Key findings
8
■Top-of-mind shampoo brands
[Clear] is mostly recalled by 39.1% respondents. The next one are [Sunsilk] and [Head & Shoulder] with respective percentage of
18.9% and 10.6%.
[Clear] is likely to have stronger awareness in male group with 51.0%.
■Total spontaneous
[Clear] is doing well when reaches 79.4% spontaneous awareness of the surveyed people, followed by [Sunsilk].
[Sunsilk] is more familiar with female respondents when it gains 79.2% of total spontaneous awareness.
■Total awareness
More than 9 out of 10 people who were asked know [Clear]. The next brands are [Sunsilk] and [Head & Shoulders] at 90.9% and 88.9% respectively.
[Sunsilk] and [Clear] lead total awareness with the same percentage of 96.2% of female respondents.
E. Detail findings
9
1. Usage and Attitude
2. Brand awareness
Frequency of washing hair
10
Nearly 7 out of 10 people who were asked wash their hair [4 – 6 times per week and more].
Male respondents are likely to wash hair more frequently than female ones. In fact, 97.6% males wash their hair [4 – 6 times per week and more] while
53.5% females are [2 – 3 times per week and less than].
Q. Please tell us how often you wash your hair? [SA]
nMore thanonce a day
Every day4-6 times per week
2-3 times per week
Once a week4 - 6 times per week and more
2 -3 times per week and less
Percent Percent Percent Percent Percent Percent Percent
Total 470 6.0 48.7 14.7 30.4 0.2 69.4 30.6
1 – Living Place
Northern 196 5.6 43.4 16.8 34.2 0 65.8 34.2
Central 53 11.3 43.4 9.4 35.8 0 64.2 35.8
Southern 221 5 54.8 14 25.8 0.5 73.8 26.2
2 - Gender
Male 210 12.9 80.5 4.3 2.4 0 97.6 2.4
Female 260 0.4 23.1 23.1 53.1 0.4 46.5 53.5
3 - Age
16 – 19 years old 22 9.1 50 18.2 18.2 4.5 77.3 22.7
20 – 29 years old 316 6.3 47.5 13.9 32.3 0 67.7 32.3
30 – 39 years old 108 5.6 50.9 19.4 24.1 0 75.9 24.1
40 years old and over 24 0 54.2 0 45.8 0 54.2 45.8
4 – Marital Status
Single 298 8.1 47 14.8 29.9 0.3 69.8 30.2
Married 162 2.5 50 14.8 32.7 0 67.3 32.7
Widowed / Divorced 9 0 77.8 11.1 11.1 0 88.9 11.1
Others 1 0 100 0 0 0 100 0.0
5 – Monthly Household Income
Lower income (~ 7 million VND) 91 11 44 14.3 29.7 1.1 69.2 30.8
Middle income (7 ~ 15 million VND) 184 4.9 45.7 19 30.4 0 69.6 30.4
Upper income (15 million VND ~) 195 4.6 53.8 10.8 30.8 0 69.2 30.8
6.0
48.7
14.7
30.4
0.2
0.0
20.0
40.0
60.0
Important factors
11
Generally, functional factors concern respondents most. In which, [Not itchy] and [Clean scalp] stand out of important factors when choosing a
shampoo product with the mean of 4.37 and 4.31 respectively. The next one are [Healthy and strong hair] and [Hair damage prevention] with
respective mean of 4.24 and 4.19.
Q. Please tell us what factors concerning you when choosing a shampoo product? [Matrix SA]
n
Hair falling
prevention
Healthy and
strong hair
Clean scalp
Removing dirt
from hair
Good foaming
Not itchy Aroma
Hair damage preventio
n
Prestigious brand
Famous brand
International
brand
Reasonable price
Recycled packagin
g
Nice packagin
g
Mean Mean Mean Mean Mean Mean Mean Mean Mean Mean Mean Mean Mean Mean
Total 470 4.16 4.24 4.31 4.10 3.33 4.37 3.81 4.19 4.01 3.50 3.20 3.84 2.73 3.11
1 – Living Place
Northern 196 4.14 4.24 4.35 4.14 3.41 4.40 3.83 4.16 4.02 3.51 3.23 3.87 2.68 3.10
Central 53 4.30 4.32 4.45 4.19 3.30 4.51 3.83 4.38 4.00 3.36 3.08 3.92 2.66 3.06
Southern 221 4.14 4.22 4.25 4.05 3.26 4.32 3.78 4.18 4.00 3.53 3.20 3.80 2.79 3.13
2 - Gender
Male 210 4.08 4.23 4.30 4.06 3.39 4.39 3.90 4.10 4.01 3.64 3.34 3.80 2.83 3.16
Female 260 4.23 4.25 4.33 4.13 3.28 4.36 3.73 4.27 4.00 3.39 3.08 3.88 2.65 3.07
3 - Age
16 – 19 years old 22 4.59 4.59 4.64 4.59 3.23 4.68 3.91 4.50 4.09 3.55 3.32 4.09 2.82 3.00
20 – 29 years old 316 4.14 4.22 4.27 4.07 3.31 4.35 3.75 4.19 4.00 3.49 3.18 3.85 2.69 3.08
30 – 39 years old 108 4.10 4.22 4.36 4.09 3.37 4.35 3.94 4.13 4.02 3.53 3.22 3.77 2.81 3.19
40 years old and over 24 4.38 4.29 4.38 4.17 3.38 4.46 3.88 4.25 4.00 3.54 3.29 3.83 2.83 3.21
4 – Marital Status
Single 298 4.16 4.23 4.29 4.07 3.31 4.36 3.78 4.20 3.98 3.49 3.18 3.83 2.68 3.05
Married 162 4.12 4.24 4.35 4.14 3.35 4.39 3.85 4.16 4.03 3.51 3.23 3.85 2.81 3.20
Widowed / Divorced 9 4.78 4.67 4.67 4.44 3.67 4.78 4.00 4.67 4.67 3.67 3.22 4.00 2.89 3.33
Others 1 4.00 4.00 3.00 4.00 3.00 4.00 3.00 4.00 4.00 4.00 4.00 4.00 3.00 4.00
5 – Monthly Household Income
Lower income (~ 7 million VND) 91 4.12 4.24 4.27 4.18 3.43 4.37 3.75 4.14 3.95 3.44 3.20 3.91 2.78 3.07
Middle income (7 ~ 15 million VND) 184 4.17 4.24 4.29 4.03 3.29 4.39 3.85 4.20 3.93 3.52 3.18 4.01 2.71 3.15
Upper income (15 million VND ~) 195 4.17 4.24 4.36 4.13 3.31 4.36 3.79 4.21 4.11 3.52 3.22 3.66 2.72 3.09
Percentage of 10% higher than the Total
4.16 4.24 4.31 4.10
3.33
4.373.81
4.19 4.01
3.503.20
3.84
2.733.11
0.00
1.00
2.00
3.00
4.00
5.00
Purchase places
12
[Supermarket] leads distribution channels for buying shampoo products, accounting for 86.2%, followed by [Grocery] at 57.7%.
Respondents living in Southern area and with upper income go to [Supermarket] more than other places to buy shampoo products.
Q. Please tell us where you often buy shampoo product? [MA]
nSupermarket Grocery
Hair-specialized
store
Commercial center /
Shopping mall
Convenience store
Online shopping website
One-price store
Hair salon Others
Percent Percent Percent Percent Percent Percent Percent Percent Percent
Total 470 86.2 57.7 23.8 43.4 33.8 4.5 2.8 5.7 0.4
1 – Living Place
Northern 196 83.2 58.7 29.6 43.4 38.3 4.1 2.0 7.7 0.0
Central 53 77.4 69.8 20.8 49.1 28.3 3.8 1.9 1.9 0.0
Southern 221 91.0 53.8 19.5 42.1 31.2 5.0 3.6 5.0 0.9
2 - Gender
Male 210 84.8 60.0 14.8 42.4 33.8 3.3 1.9 4.8 0.0
Female 260 87.3 55.8 31.2 44.2 33.8 5.4 3.5 6.5 0.8
3 - Age
16 – 19 years old 22 81.8 54.5 18.2 40.9 22.7 9.1 4.5 9.1 0.0
20 – 29 years old 316 86.4 63.3 23.1 40.8 38.3 3.8 2.2 4.7 0.3
30 – 39 years old 108 88.0 48.1 23.1 49.1 24.1 5.6 3.7 6.5 0.9
40 years old and over 24 79.2 29.2 41.7 54.2 29.2 4.2 4.2 12.5 0.0
4 – Marital Status
Single 298 84.6 59.4 22.8 39.9 34.9 3.7 2.7 4.7 0.0
Married 162 88.3 56.8 25.3 50.6 32.7 5.6 2.5 7.4 1.2
Widowed / Divorced 9 100.0 22.2 33.3 33.3 11.1 11.1 11.1 11.1 0.0
Others 1 100.0 0.0 0.0 0.0 100.0 0.0 0.0 0.0 0.0
5 – Monthly Household Income
Lower income (~ 7 million VND) 91 81.3 65.9 15.4 34.1 29.7 4.4 2.2 4.4 0.0
Middle income (7 ~ 15 million VND) 184 83.2 55.4 23.9 41.3 32.6 3.3 3.3 6.5 0.5
Upper income (15 million VND ~) 195 91.3 55.9 27.7 49.7 36.9 5.6 2.6 5.6 0.5
86.2
57.7
23.8
43.433.8
4.5 2.8 5.70.4
0
20
40
60
80
100
Frequency of purchasing shampoo
13
A few respondents purchase shampoo products [Regularly] (7.7%).
Male respondents purchase more frequently which is at least [Once a month] while female ones are [Once per 2 – 3 months].
Q. Please tell us how often you re-purchase shampoo brand? [SA]
nMore than
once a weekOnce a week
Once per 2 - 3 weeks
Once a monthOnce per 2 - 3
months
Less than once per 3 monthsonce a week
Regular (Code 1 ~ 2)
Normal (Code 3 ~ 4)
Rarely (Code 5 ~ 6)
Total 470 3.2 4.5 10.6 39.6 35.5 6.6 7.7 50.2 42.1
1 – Living Place
Northern 196 2.0 2.0 14.3 37.2 37.8 6.6 4.1 51.5 44.4
Central 53 7.5 7.5 13.2 37.7 32.1 1.9 15.1 50.9 34.0
Southern 221 3.2 5.9 6.8 42.1 34.4 7.7 9.0 48.9 42.1
2 - Gender
Male 210 4.8 6.7 14.3 42.4 28.6 3.3 11.4 56.7 31.9
Female 260 1.9 2.7 7.7 37.3 41.2 9.2 4.6 45.0 50.4
3 - Age
16 – 19 years old 22 4.5 13.6 0.0 36.4 36.4 9.1 18.2 36.4 45.5
20 – 29 years old 316 3.5 4.4 12.7 39.9 33.2 6.3 7.9 52.5 39.6
30 – 39 years old 108 2.8 1.9 8.3 40.7 42.6 3.7 4.6 49.1 46.3
40 years old and over 24 0.0 8.3 4.2 33.3 33.3 20.8 8.3 37.5 54.2
4 – Marital Status
Single 298 3.7 5.0 10.7 39.9 34.2 6.4 8.7 50.7 40.6
Married 162 2.5 3.7 10.5 38.3 38.3 6.8 6.2 48.8 45.1
Widowed / Divorced 9 0.0 0.0 11.1 44.4 33.3 11.1 0.0 55.6 44.4
Others 1 0.0 0.0 0.0 100.0 0.0 0.0 0.0 100.0 0.0
5 – Monthly Household Income
Lower income (~ 7 million VND) 91 4.4 9.9 18.7 30.8 27.5 8.8 14.3 49.5 36.3
Middle income (7 ~ 15 million VND) 184 1.6 3.8 12.0 46.2 30.4 6.0 5.4 58.2 36.4
Upper income (15 million VND ~) 195 4.1 2.6 5.6 37.4 44.1 6.2 6.7 43.1 50.3
Percentage of 10% higher than the Total
3.2 4.5
10.6
39.635.5
6.6
0
20
40
60
Purchase price
14
[50,000 – 100,000 VND] is the average rate that 38.9% respondents usually pay for once buying shampoo products. The next one is [100,001 –
150,000 VND] at 25.5%.
Q. Please tell us how much you usually pay for once buying shampoo products on average? [SA]
nUnder 50,000 VND
50,000 - 100,000 VND
100,001 - 150,000 VND
150,001 - 200,000 VND
200,001 - 250,000 VND
250,001 - 300,000 VND
Over 300,000 VND
Total 470 13.2 38.9 25.5 12.1 4.0 3.4 2.8
1 – Living Place
Northern 196 13.8 34.7 26.0 12.8 5.1 4.6 3.1
Central 53 18.9 32.1 30.2 9.4 5.7 1.9 1.9
Southern 221 11.3 44.3 24.0 12.2 2.7 2.7 2.7
2 - Gender
Male 210 15.2 42.9 24.8 8.6 3.8 4.3 0.5
Female 260 11.5 35.8 26.2 15.0 4.2 2.7 4.6
3 - Age
16 – 19 years old 22 22.7 36.4 18.2 13.6 4.5 0.0 4.5
20 – 29 years old 316 15.8 44.3 22.8 10.8 2.2 1.9 2.2
30 – 39 years old 108 6.5 27.8 32.4 13.9 8.3 6.5 4.6
40 years old and over 24 0.0 20.8 37.5 20.8 8.3 12.5 0.0
4 – Marital Status
Single 298 16.1 45.0 23.5 9.1 2.7 1.3 2.3
Married 162 8.0 29.0 29.6 18.5 5.6 6.2 3.1
Widowed / Divorced 9 0.0 22.2 22.2 0.0 22.2 22.2 11.1
Others 1 100.0 0.0 0.0 0.0 0.0 0.0 0.0
5 – Monthly Household Income
Lower income (~ 7 million VND) 91 28.6 42.9 17.6 5.5 2.2 2.2 1.1
Middle income (7 ~ 15 million VND) 184 13.6 40.2 27.7 10.3 3.3 2.2 2.7
Upper income (15 million VND ~) 195 5.6 35.9 27.2 16.9 5.6 5.1 3.6
13.2
38.9
25.5
12.1
4.0 3.4 2.8
0.0
20.0
40.0
60.0
Type of packaging and Volume
15
[301 – 500 ml] is mostly purchased for bottle packaging at 23.9%. Besides, 15.2% purchase the size of [Over 900 ml].
Apart from the size of [301 – 500 ml], 19.8% female respondents often buy [Over 900 ml] while males buy [101 – 200 ml] with 16.4%.
Q. Please tell us what packaging and what volume you usually buy? [Matrix SA]
nUnder 10
ml10 - 50 ml 51 - 100 ml
101 - 200 ml
201 - 300 ml
301 - 500 ml
501 - 600 ml
601 - 700 ml
701 - 800 ml
801 - 900 ml
Over 900 ml
Total 460 0 0 2.4 12.8 13.9 23.9 13.5 5.9 6.3 6.1 15.2
1 – Living Place
Northern 192 0.0 0.0 3.6 8.9 15.6 22.9 13.0 7.3 8.9 7.8 12.0
Central 50 0.0 0.0 0.0 24.0 10.0 20.0 14.0 2.0 2.0 10.0 18.0
Southern 218 0.0 0.0 1.8 13.8 13.3 25.7 13.8 5.5 5.0 3.7 17.4
2 - Gender
Male 207 0.0 0.0 1.0 16.4 15.5 25.1 12.6 6.8 6.8 6.3 9.7
Female 253 0.0 0.0 3.6 9.9 12.6 22.9 14.2 5.1 5.9 5.9 19.8
3 - Age
16 – 19 years old 21 0.0 0.0 0.0 14.3 23.8 19.0 9.5 4.8 9.5 0.0 19.0
20 – 29 years old 310 0.0 0.0 2.9 12.3 12.9 24.2 14.8 6.1 6.5 5.5 14.8
30 – 39 years old 105 0.0 0.0 1.9 12.4 18.1 22.9 12.4 4.8 5.7 8.6 13.3
40 years old and over 24 0.0 0.0 0.0 20.8 0.0 29.2 4.2 8.3 4.2 8.3 25.0
4 – Marital Status
Single 291 0.0 0.0 2.1 11.7 15.1 25.1 15.8 5.5 5.2 5.5 14.1
Married 159 0.0 0.0 2.5 14.5 11.3 21.4 9.4 6.9 8.8 7.5 17.6
Widowed / Divorced 9 0.0 0.0 11.1 22.2 11.1 33.3 11.1 0.0 0.0 0.0 11.1
Others 1 0.0 0.0 0.0 0.0 100.0 0.0 0.0 0.0 0.0 0.0 0.0
5 – Monthly Household Income
Lower income (~ 7 million VND) 88 0.0 0.0 4.5 13.6 12.5 22.7 15.9 8.0 4.5 4.5 13.6
Middle income (7 ~ 15 million VND) 180 0.0 0.0 2.2 12.2 14.4 28.9 12.2 3.3 6.1 3.9 16.7
Upper income (15 million VND ~) 192 0.0 0.0 1.6 13.0 14.1 19.8 13.5 7.3 7.3 8.9 14.6
0 02.4
12.8 13.9
23.9
13.5
5.9 6.3 6.1
15.2
0
20
40
60
1 - Bottle
Type of packaging and Volume
16
[Under 10 ml] gains the highest percentage for pack packaging at 65.3%.
Q. Please tell us what packaging and what volume you usually buy? [Matrix SA]
nUnder 10ml 10 - 50 ml 51 - 100 ml
101 - 200 ml
201 - 300 ml
301 - 500 ml
501 - 600 ml
601 - 700 ml
701 - 800 ml
801 - 900 ml
Over 900 ml
Total 346 65.3 34.7 0 0 0 0 0 0 0 0 0
1 – Living Place
Northern 146 63.7 36.3 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0
Central 40 57.5 42.5 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0
Southern 160 68.8 31.3 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0
2 - Gender
Male 156 59.6 40.4 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0
Female 190 70.0 30.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0
3 - Age
16 – 19 years old 16 50.0 50.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0
20 – 29 years old 240 67.1 32.9 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0
30 – 39 years old 74 62.2 37.8 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0
40 years old and over 16 68.8 31.3 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0
4 – Marital Status
Single 224 68.8 31.3 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0
Married 115 57.4 42.6 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0
Widowed / Divorced 6 83.3 16.7 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0
Others 1 100.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0
5 – Monthly Household Income
Lower income (~ 7 million VND) 79 65.8 34.2 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0
Middle income (7 ~ 15 million VND) 137 65.7 34.3 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0
Upper income (15 million VND ~) 130 64.6 35.4 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0
65.3
34.7
0 0 0 0 0 0 0 0 0
0
20
40
60
80
2 - Pack
Type of packaging and Volume
17
For Tube, nearly 4 out of 10 respondents buy the size of [51 – 100 ml], followed by [101 – 200 ml] at 25.9%.
Q. Please tell us what packaging and what volume you usually buy? [Matrix SA]
nUnder 10ml 10 - 50 ml 51 - 100 ml
101 - 200 ml
201 - 300 ml
301 - 500 ml
501 - 600 ml
601 - 700 ml
701 - 800 ml
801 - 900 ml
Over 900 ml
Total 216 0 0 38.0 25.9 13.4 11.6 8.8 2.3 0 0 0
1 – Living Place
Northern 87 0.0 0.0 43.7 25.3 17.2 6.9 4.6 2.3 0.0 0.0 0.0
Central 27 0.0 0.0 51.9 14.8 11.1 11.1 11.1 0.0 0.0 0.0 0.0
Southern 102 0.0 0.0 29.4 29.4 10.8 15.7 11.8 2.9 0.0 0.0 0.0
2 - Gender
Male 98 0.0 0.0 44.9 25.5 14.3 3.1 8.2 4.1 0.0 0.0 0.0
Female 118 0.0 0.0 32.2 26.3 12.7 18.6 9.3 0.8 0.0 0.0 0.0
3 - Age
16 – 19 years old 10 0.0 0.0 40.0 30.0 20.0 10.0 0.0 0.0 0.0 0.0 0.0
20 – 29 years old 147 0.0 0.0 37.4 23.8 14.3 12.9 9.5 2.0 0.0 0.0 0.0
30 – 39 years old 48 0.0 0.0 39.6 33.3 8.3 8.3 6.3 4.2 0.0 0.0 0.0
40 years old and over 11 0.0 0.0 36.4 18.2 18.2 9.1 18.2 0.0 0.0 0.0 0.0
4 – Marital Status
Single 132 0.0 0.0 35.6 25.0 15.9 12.9 9.1 1.5 0.0 0.0 0.0
Married 78 0.0 0.0 42.3 28.2 10.3 9.0 6.4 3.8 0.0 0.0 0.0
Widowed / Divorced 6 0.0 0.0 33.3 16.7 0.0 16.7 33.3 0.0 0.0 0.0 0.0
Others 0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0
5 – Monthly Household Income
Lower income (~ 7 million VND) 43 0.0 0.0 37.2 25.6 16.3 11.6 7.0 2.3 0.0 0.0 0.0
Middle income (7 ~ 15 million VND) 90 0.0 0.0 37.8 27.8 11.1 13.3 6.7 3.3 0.0 0.0 0.0
Upper income (15 million VND ~) 83 0.0 0.0 38.6 24.1 14.5 9.6 12.0 1.2 0.0 0.0 0.0
0 0
38.0
25.9
13.4 11.6 8.82.3 0 0 0
0
20
40
60
80
3 - Tube
E. Detail findings
18
1. Usage and Attitude
2. Brand awareness
Top-of-mind shampoo brands
19
[Clear] is mostly recalled by 39.1% respondents. The next one are [Sunsilk] and [Head & Shoulder] with respective percentage of 18.9% and 10.6%.
[Clear] is likely to have stronger awareness in male group with 51.0%.
Q1. When mentioning about shampoo brand in Vietnam, what brands come to your mind firstly? [FA]
nClear X-men Pantene
Head & Shoulders
Sunsilk Rejoice Dove Romano LifebuoyDouble Rich
Enchanteur
Others
Percent Percent Percent Percent Percent Percent Percent Percent Percent Percent Percent Percent
Total 470 39.1 6.2 10.2 10.6 18.9 1.1 7.9 1.7 0.2 0.4 0.0 3.6
1 – Living Place
Northern 196 36.2 6.6 14.3 7.7 19.4 1.0 9.2 2.0 0.0 0.5 0.0 3.1
Central 53 41.5 5.7 3.8 9.4 20.8 1.9 15.1 1.9 0.0 0.0 0.0 0.0
Southern 221 41.2 5.9 8.1 13.6 18.1 0.9 5.0 1.4 0.5 0.5 0.0 5.0
2 - Gender
Male 210 51.0 13.8 3.8 10.0 8.6 1.9 3.3 3.8 0.0 0.5 0.0 3.3
Female 260 29.6 0.0 15.4 11.2 27.3 0.4 11.5 0.0 0.4 0.4 0.0 3.8
3 - Age
16 – 19 years old 22 54.5 4.5 9.1 0.0 13.6 4.5 9.1 0.0 0.0 0.0 0.0 4.5
20 – 29 years old 316 39.9 6.0 8.9 9.8 19.9 0.6 9.5 1.9 0.3 0.3 0.0 2.8
30 – 39 years old 108 38.0 7.4 12.0 14.8 17.6 0.9 2.8 1.9 0.0 0.9 0.0 3.7
40 years old and over 24 20.8 4.2 20.8 12.5 16.7 4.2 8.3 0.0 0.0 0.0 0.0 12.5
4 – Marital Status
Single 298 39.3 6.4 8.4 9.4 21.1 0.7 8.1 1.7 0.3 0.3 0.0 4.4
Married 162 39.5 5.6 14.2 11.7 16.0 1.9 6.2 1.9 0.0 0.6 0.0 2.5
Widowed / Divorced 9 22.2 11.1 0.0 33.3 0.0 0.0 33.3 0.0 0.0 0.0 0.0 0.0
Others 1 100.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0
5 – Monthly Household Income
Lower income (~ 7 million VND) 91 37.4 7.7 6.6 8.8 17.6 2.2 15.4 0.0 0.0 0.0 0.0 4.4
Middle income (7 ~ 15 million VND) 184 40.2 7.1 9.2 7.6 21.2 1.6 6.5 2.7 0.5 0.5 0.0 2.7
Upper income (15 million VND ~) 195 39.0 4.6 12.8 14.4 17.4 0.0 5.6 1.5 0.0 0.5 0.0 4.1
39.1
6.210.2 10.6
18.9
1.17.9
1.7 0.2 0.4 0 3.6
0
20
40
60
80
100
Total spontaneous
20
[Clear] is doing well when reaches 79.4% spontaneous awareness of the surveyed people, followed by Sunsilk.
[Sunsilk] is more familiar with female respondents when it gains 79.2% of total spontaneous awareness.
Q1. When mentioning about shampoo brand in Vietnam, what brands come to your mind firstly? [FA]
nClear X-men Pantene
Head & Shoulders
Sunsilk Rejoice Dove Romano LifebuoyDouble Rich
Enchanteur
Others
Percent Percent Percent Percent Percent Percent Percent Percent Percent Percent Percent Percent
Total 470 79.4 32.1 42.6 46.2 68.1 31.5 43.4 21.3 6.8 8.1 8.5 22.1
1 – Living Place
Northern 196 79.1 32.1 46.9 33.7 68.9 28.1 48.5 18.9 3.1 8.7 10.7 20.9
Central 53 83.0 28.3 37.7 45.3 75.5 32.1 49.1 34.0 5.7 5.7 11.3 20.8
Southern 221 78.7 33.0 39.8 57.5 65.6 34.4 37.6 20.4 10.4 8.1 5.9 23.5
2 - Gender
Male 210 81.4 61.0 26.7 41.4 54.3 25.7 24.3 41.9 8.6 2.9 3.8 20.0
Female 260 77.7 8.8 55.4 50.0 79.2 36.2 58.8 4.6 5.4 12.3 12.3 23.8
3 - Age
16 – 19 years old 22 95.5 27.3 63.6 59.1 68.2 45.5 45.5 18.2 0.0 0.0 4.5 9.1
20 – 29 years old 316 80.1 33.9 40.2 46.5 70.3 31.0 46.2 23.7 7.3 10.1 8.2 22.8
30 – 39 years old 108 77.8 28.7 44.4 44.4 61.1 30.6 33.3 14.8 7.4 3.7 7.4 24.1
40 years old and over 24 62.5 29.2 45.8 37.5 70.8 29.2 50.0 20.8 4.2 8.3 20.8 16.7
4 – Marital Status
Single 298 79.5 32.9 43.0 46.6 68.5 30.9 43.0 23.8 7.0 10.7 7.4 23.5
Married 162 79.0 30.9 42.6 45.7 67.3 32.7 42.6 15.4 6.8 3.7 10.5 18.5
Widowed / Divorced 9 77.8 22.2 33.3 44.4 77.8 33.3 77.8 33.3 0.0 0.0 11.1 33.3
Others 1 100.0 100.0 0.0 0.0 0.0 0.0 0.0 100.0 0.0 0.0 0.0 100.0
5 – Monthly Household Income
Lower income (~ 7 million VND) 91 79.1 37.4 33.0 42.9 71.4 34.1 47.3 22.0 3.3 9.9 4.4 26.4
Middle income (7 ~ 15 million VND) 184 75.5 29.3 46.2 44.6 65.2 27.7 45.1 21.7 5.4 7.1 9.8 20.1
Upper income (15 million VND ~) 195 83.1 32.3 43.6 49.2 69.2 33.8 40.0 20.5 9.7 8.2 9.2 22.1
79.4
32.1
42.6 46.2
68.1
31.5
43.4
21.3
6.8 8.1 8.5
22.1
0
20
40
60
80
100
Total awareness
21
More than 9 out of 10 people who were asked know [Clear]. The next brands are [Sunsilk] and [Head & Shoulders] at 90.9% and 88.9% respectively.
[Sunsilk] and [Clear] lead total awareness with the same percentage of 96.2% of female respondents.
Q. Please tell us what shampoo brands you know in the list below? [MA]
nClear X-men Pantene
Head & Shoulders
Sunsilk Rejoice Dove Romano LifebuoyDouble Rich
Enchanteur
Others
Percent Percent Percent Percent Percent Percent Percent Percent Percent Percent Percent Percent
Total 470 95.5 88.1 78.9 88.9 90.9 85.7 86 84.3 73.6 82.8 77.9 4.0
1 – Living Place
Northern 196 97.4 89.8 81.6 90.3 92.3 87.8 90.3 87.8 73.0 87.2 84.7 3.1
Central 53 92.5 90.6 73.6 81.1 84.9 73.6 81.1 84.9 69.8 79.2 73.6 5.7
Southern 221 94.6 86.0 77.8 89.6 91.0 86.9 83.3 81.0 75.1 79.6 72.9 4.5
2 - Gender
Male 210 94.8 92.9 65.7 84.3 84.3 78.6 76.2 87.1 64.8 72.9 62.9 2.9
Female 260 96.2 84.2 89.6 92.7 96.2 91.5 93.8 81.9 80.8 90.8 90.0 5.0
3 - Age
16 – 19 years old 22 90.9 77.3 77.3 86.4 81.8 72.7 72.7 68.2 59.1 63.6 54.5 4.5
20 – 29 years old 316 96.5 88.6 77.2 87.7 92.1 85.8 86.1 85.8 73.7 82.9 78.8 4.7
30 – 39 years old 108 94.4 88.9 84.3 92.6 88.9 89.8 87.0 87.0 77.8 88.0 83.3 1.9
40 years old and over 24 91.7 87.5 79.2 91.7 91.7 79.2 91.7 66.7 66.7 75.0 62.5 4.2
4 – Marital Status
Single 298 96.0 86.2 77.5 88.3 91.6 83.9 83.2 82.9 70.8 81.2 75.5 4.4
Married 162 94.4 91.4 81.5 90.1 89.5 89.5 90.1 86.4 79.6 86.4 82.7 3.1
Widowed / Divorced 9 100.0 88.9 88.9 100.0 100.0 88.9 100.0 88.9 66.7 77.8 77.8 11.1
Others 1 100.0 100.0 0.0 0.0 0.0 0.0 100.0 100.0 0.0 0.0 0.0 0.0
5 – Monthly Household Income
Lower income (~ 7 million VND) 91 96.7 83.5 70.3 84.6 92.3 83.5 82.4 78.0 61.5 78.0 72.5 3.3
Middle income (7 ~ 15 million VND) 184 94.0 87.5 81.0 87.5 89.1 84.2 85.3 84.8 73.4 82.1 75.5 4.3
Upper income (15 million VND ~) 195 96.4 90.8 81.0 92.3 91.8 88.2 88.2 86.7 79.5 85.6 82.6 4.1
95.5 88.178.9
88.9 90.9 85.7 86.0 84.3
73.682.8
77.9
4.0
0
20
40
60
80
100
W&S Joint Stock Company is a 100% Japanese investment. Our main professions are ‘Online market research’, ‘Web creative’and ‘Web marketing’. Online research is conducted based on Vinaresearch – our actively managed over 140,000 memberspanel with various segmentations across Vietnam.
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